Hoffman Estates-based Sears has been taking steps in recent months to offer its proprietary brands outside its Sears and Kmart stores in a bid to boost sales and reach more consumers.

In August, Sears agreed to sell its Craftsman tool line through Costco clubs nationwide. And last year Sears began distributing Craftsman tools through 100 Ace Hardware stores, the first time in Craftsman's 83-year history that shoppers could purchase the brand somewhere other than a Sears-owned store. The pilot has since expanded to 1,000 Ace stores.

"Now we are strategically expanding the distribution of the DieHard brand to provide access to America's most preferred auto battery brand to more consumers when they need it," said Chris Caruso, general manager of DieHard.

East Penn Manufacturing, based in Lyon Station, Pa., will distribute the DieHard products to Meijer, which operates mass-market discount stores in Michigan, Ohio, Indiana, Illinois and Kentucky. Earlier this year Meijer began selling DieHard portable power chargers and jump-starters.

Sears introduced the DieHard battery in 1967.

Edward Lampert, Sears' chairman and majority shareholder, first raised the prospect of selling marquee Sears brands through rival retailers three years ago as a way to boost sales. Critics say the strategy could cannibalize store sales and take away a key reason shoppers visit Sears.

Sears has yet to sell Kenmore appliances, its biggest brand and the core of its retail operation, outside Sears and Kmart stores.

In June, Sears licensed its DieHard brand to flashlight and battery-maker Dorcy International, allowing the Ohio-based company to sell rechargeable batteries and flashlights under that name to retailers in the U.S., Puerto Rico and the Caribbean.